campaign was all over the map at any given time, advertising on jobs, debt, welfare reform, war on religion. if you're karl rove, where is our lane we're supposed to swim? on the democratic side it was all about the middle class all the time and that's the focus. >> and attacking mitt romney's record at bain all at time. >> if mitt romney wins, the middle class loses, those two things married up well. >> liz, as someone who is -- zb >> not an apparahchic. >> they bought words u including words economy, dressage. while it's funny, shrewd strategic move speaks to the ethos of two campaigns, the notion there was a sense of humor the obama campaign understood, a way of poking fun at mitt romney that was quietly devastating. mitt romney never had that on his side. no way to be funny or clever about president obama. >> the left has the fun. and you guys were awesome. but there was also, i'm going to toot my own horn, because we came up with this actually campaign where we had rosy perez and all of these people having fun. i did crazy videos not safe for work that were like in your face like this